2. Content marketing is putting
marketers under a lot of pressure
SEARCH ENGINE
OPTIMIZATION
EARNED
MEDIA
SOCIAL MEDIA
MARKETING
MARKETING
AUTOMATION
MOBILE
DEMAND
GENERATION
EMAIL
MARKETING
INBOUND
MARKETING
THOUGHT
LEADERSHIP
POSITIONING
EVENTS
BLOGGING
VIDEO
We’re gonna
need more
content.
CUSTOMER
PRIMING
ONLINE
MARKETING
3. How can marketing create great
content at scale with limited budget
Top three content marketing challenges
• Producing high quality content 41%
• Producing enough content 20%
• Budget to produce content 18%
Source: Content Marketing Institute
4. Frameworks are good at solving these
types of problems
Frameworks make day-to-day operations and tactics
more efficient by providing…
• Standard definitions of objects and activities
• Best practices for common processes and tasks
• Reusable templates and libraries
• High level, conceptual methodologies
• Software that automates tactical activities
5. A proposed framework for content
marketing
Use networks of contributors such as
employees to create content
Content is published into libraries that
include different asset types
Distribute content to target audience via
various channels using automation
Understand content performance and
optimize programs accordingly
Identify content marketing programs
based on business objectivesPLAN
CREATE
PUBLISH
DISTRIBUTE
ANALYZE
6. Plan – Develop themes that will convert
buyers up and down the funnel
1. Ask 10 buyers what 3 pieces of content they most
want from you – try to understand why they want it
and how they would use it
2. Remember that remarkable content has 3 parts: it’s
fun/engaging; it’s useful; and it’s easy to consume
(balancing fun with useful varies by market)
3. Start at the top of the funnel with big, engaging
topics and then move down the funnel with more
specific topics - registration requirements should
change accordingly
7. Create – Get other people to create
content for you and use workflow
1. Get other people to create content for you –
employees, customers, third part experts, and
freelancers will all create content
2. Establish a simple workflow that sources raw
material from subject matter experts, routes it to an
editor, and then routes it to a designer
3. Invest in creating a core asset that is substantive
enough to support your content marketing program
in many different ways
8. Publish – Create once, publish many is
the ultimate point of leverage
1. Create once, publish many – use that core asset for
each theme to publish many different types of
assets
2. A single core asset can be published into various
blog posts, syndicated articles, presentations,
videos, and countless other assets
3. Identify the common asset types that you will
support as a marketing organization and
standardize around these
9. Distribute – Promote content using a
variety of distribution tactics
1. Invest in a core set of no more than 3 distribution
tactics that will allow you to hit your numbers for
this specific campaign
2. Surround those 3 core tactics with other
distribution tactics that can deliver upside against
the number
3. Allow for some unscientific distribution – some
times it’s ok to set content free into the wild and
watch what happens
10. A proposed framework for content
marketing
Use networks of contributors such as
employees to create content
Content is published into libraries that
include different asset types
Distribute content to target audience via
various channels using automation
Understand content performance and
optimize programs accordingly
Identify content marketing programs
based on business objectivesPLAN
CREATE
PUBLISH
DISTRIBUTE
ANALYZE
11. Three companies producing great
content at scale
Mr Porter
Menswear ecommerce company publishes original
editorial content, generating 22M monthly page views
Airbnb
Marketplace for finding accommodations publishes
focused neighborhood guides
Zendesk
SaaS-based customer service software publishes
engaging B2B content such as white papers